奧美-客戶(hù)關(guān)系管理全英-展示頁(yè)
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【正文】 mation amp。 Mather 11 CRM Critical Success Factors ? Architecture ? Data warehouse ? Data structure and architecture – 80% of the service cost ? Analysis, Profiling ? Customer Interaction ? Sales force automation system. ? Call center ? The Inter amp。 Mather 10 CRM Cycle ? Assess ? Who are the customers – demographics and lifestyle? ? Where do they live? ? What are they worth? What is their lifetime value potential? ? What and how do they buy? ? How can they be reached? How have they responded to promotions in the past and trough which channels they prefer to be reached? ? Plan ? Execute ? Execution and management of the marketing campaigns and customer treatment plans. ? Data gathering. amp。 Mather 9 CRM ? Next evolutionary step, back to intimacy ? Customer loyalty build on: ? Understanding of customers wants, needs and values ? Interactivity with the customer in the way customer prefer amp。 Mather 8 Target Marketing ? Direct mail, telemarketing ? Receiving customer response ? Lack of specific data, average response rate ? Islands of information amp。 Mather 7 Mass Marketing ? Replaced the intimacy of direct sales ? One way munication ? Wide geographic distribution ? Lost is the personal touch with the customer ? Mass marketing was enabled trough the technological improvements in TV, radio, printed press
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